1 Track, 3 Projects

Adrian Flux tasked us with delivering 1 big project at a race track, so naturally we delivered 3.

We’re in the business of making every penny count for our clients, and we’ve been doing that for Adrian Flux for 7 years now. So when they expressed an interest in a larger project on track in the Summer, we thought “ok, we can do that… and 2 other things on the same day”.

They left the hero idea up to us, and we decided to enlist huge UK influencer Cole Anderson-James to become the world’s worst driving instructor. We set ourselves the challenge of sourcing 6 genuine learner drivers, an appropriate car, and worked closely with Cole to devise a series of distractions he could bring to life for the learners.

This project wasn’t without it’s hurdles. We had to negotiate with insurers and lawyers to even get permission to make this a reality. But not content with just delivering 1 huge project for our client Adrian Flux, we shot 2 more. Race tracks are expensive to hire, so why not milk it as much as we can?

We brought down Adrian Flux ambassador and racing driver Alex Brundle, for a start. He posed as a learner during the first filming session, so that the second could revolve around this storyline. We told learners they would need to assess another learner at the end of the session. But that learner was none other than ex-F2 driver Alex. Cue some brilliant reactions as he floors the 1 litre Corsa around Bedford Autodrome.

Still not content with stopping there, we then brought 12 automotive influencers with a total following of over 4,000,000 to the Autodrome for an afternoon driving the Palmer Sport cars around the track, including the legendary, single-seater F3000 car. The best part? The day ran out without a single hitch, thanks to our meticulous planning.

See how the day unfolded...

We have the stage, we have the talent, we have the ideas, but what are we trying to achieve? That is the question we feel is most crucial when it comes to any Fluential project.

As with all influencer activity for our client Adrian Flux, brand awareness and the way the audience respond to the brand is a big deal. Insurance isn’t something you can buy when you feel like it. You have a small window each year, and for learner drivers, the window is even smaller. Once they’re finished learning, they’ll never need it again.

We need to ensure that Adrian Flux isn’t just entering people’s minds, it’s staying there. Bold content is how we achieve that.

But beyond that, we pride ourselves on marrying up influencer activity and commercial success. So how can we help deliver sales for Adrian Flux, not just now but in the future? Data capture.

We combined the hero project with a competition to win learner driver insurance. Whilst the competition was UK only, we left all country options in the form to ensure we received honest data that would be valuable to Adrian Flux. We’ve done this for them before, and found that data captured through influencer activity converts up to 4x better for them than their next best data set.

Impact through influence

520,000+ Views

And rising! The hero video went out on Cole’s channel, and short form content started to appear all over the channels of those who came along for the track day, as well as Alex Brundle’s too of course.

20K+ Interactions

An incredible 3.8% engagement rate, way above the industry standard for branded content, proving that branded content doesn’t have to be boring. It can entertain and earn engagements from key audiences when delivered correctly.

1,000+ Emails Collected

Learner Driver email addresses are super valuable to our client Adrian Flux, and now they can stay in touch with over 1,000 learner, and future non-learner, drivers in the UK.